The Intersection of Marketing + Technology

Personas are an extremely valuable tool for marketers in any field. If you're not familiar with the term, personas are representations of your target audience based on research and interviews. From PR to digital to advertising, any marketing team or agency can benefit from developing client- and/or brand-specific personas.

As an example, let's say one of your target audience types is a 18-21 year old male who likes emo music, skateboarding and high-end electronics. You would come up with a name for this person along the lines of "Nate" and you would find an image of him to use in your planning. When you start making decisions about marketing strategies, you would check back to "Nate" and ask if it would reach him. What would reach him more effectively? What message does he need to hear. That is a basic model of persona development. Here is some more information to guide you through the process.

Why personas are important:

Personas put a face on the customer. Some persona programs give people names so you can refer to them and see them in a physical representation. The agency Organic creates persona rooms where their people live so the project team can become fully immersed.

Personas remove the tendency to think of yourself as the customer. You have to step back and this gives you the structure to do so.

Keeps designers, copywriters, programmers on track and avoids waste by remaining focused on the customer.

How people screw them up:

Personas take time and research to get right.

This includes some time in the field and meeting face-to-face with the customer.

People think they know their customer without looking at data.

Personas are often used up front in the marketing strategy process and don't carry through the process.

How you can avoid screwing them up:

Get data. Collect it from the web and third party sources. Analyze web traffic. Do in-person interviews and ethnography. Get a big picture view and then analyze it objectively.

Talk to your customers. Videotape them. Record the audio. Take notes. Come back with a real feeling for who you are trying to reach.

Compare what you saw to the data and look for the insights.

Evolve the personas over time. Adapt them as your product lines change or the economy changes. These should be living, breathing entities.

A great sample model.
I found this great model on Idris Mootee's site in a post where he compared the problems that MBAs and MFAs have in the workplace. It's a great start to being able to wrap your head around these ideas.

1. Finding the usersQuestions asked: Who are the users? How many are there? What do they do with the system/brand?Methods used: Quantitative data analysis.Documents produced: Reports.

2. Building a hypothesisQuestions asked: What are the differences between the users?Methods used: Looking at the material. Labeling the groups of people. Documents produced: Draft a description of the target groups.

4. Finding patternsQuestions asked: Does the initial labeling hold? Are there more groups to consider? Are all equally important?Methods used: Categorization. Documents produced: Descriptions of categories.

6. Defining situationsQuestions asked: What is the need of this persona?Methods used: Looking for situations and needs in the data.Documents produced: Categorization of needs and situations.

7. Validation and buy-inQuestions asked: Do you know someone like this?Methods used: People who know (of) the personas read and comment on the persona descriptions

8. Dissemination of knowledgeQuestions asked: How can we share the personas with the organization?Methods used: Fosters meetings, emails, campaigns of every sort, events.

9. Creating scenariosQuestions asked: In a given situation, with a given goal, what happens when the persona uses the technology/engages with the brand?Methods used: The narrative scenario - using personas descriptions and situations to form scenarios. Documents produced: Scenarios, use cases, requirement specifications.

10. On-going developmentQuestions asked: Does the new information alter the personas?Methods used: Usability tests, new dataDocuments produced: A person responsible for the persona input from everybody who meet the users.

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Developing personas for marketing strategy

Personas are an extremely valuable tool for marketers in any field. If you're not familiar with the term, personas are representations of your target audience based on research and interviews. From PR to digital to advertising, any marketing team or agency can benefit from developing client- and/or brand-specific personas.

As an example, let's say one of your target audience types is a 18-21 year old male who likes emo music, skateboarding and high-end electronics. You would come up with a name for this person along the lines of "Nate" and you would find an image of him to use in your planning. When you start making decisions about marketing strategies, you would check back to "Nate" and ask if it would reach him. What would reach him more effectively? What message does he need to hear. That is a basic model of persona development. Here is some more information to guide you through the process.

Why personas are important:

Personas put a face on the customer. Some persona programs give people names so you can refer to them and see them in a physical representation. The agency Organic creates persona rooms where their people live so the project team can become fully immersed.

Personas remove the tendency to think of yourself as the customer. You have to step back and this gives you the structure to do so.

Keeps designers, copywriters, programmers on track and avoids waste by remaining focused on the customer.

How people screw them up:

Personas take time and research to get right.

This includes some time in the field and meeting face-to-face with the customer.

People think they know their customer without looking at data.

Personas are often used up front in the marketing strategy process and don't carry through the process.

How you can avoid screwing them up:

Get data. Collect it from the web and third party sources. Analyze web traffic. Do in-person interviews and ethnography. Get a big picture view and then analyze it objectively.

Talk to your customers. Videotape them. Record the audio. Take notes. Come back with a real feeling for who you are trying to reach.

Compare what you saw to the data and look for the insights.

Evolve the personas over time. Adapt them as your product lines change or the economy changes. These should be living, breathing entities.

A great sample model.
I found this great model on Idris Mootee's site in a post where he compared the problems that MBAs and MFAs have in the workplace. It's a great start to being able to wrap your head around these ideas.

1. Finding the usersQuestions asked: Who are the users? How many are there? What do they do with the system/brand?Methods used: Quantitative data analysis.Documents produced: Reports.

2. Building a hypothesisQuestions asked: What are the differences between the users?Methods used: Looking at the material. Labeling the groups of people. Documents produced: Draft a description of the target groups.

4. Finding patternsQuestions asked: Does the initial labeling hold? Are there more groups to consider? Are all equally important?Methods used: Categorization. Documents produced: Descriptions of categories.

6. Defining situationsQuestions asked: What is the need of this persona?Methods used: Looking for situations and needs in the data.Documents produced: Categorization of needs and situations.

7. Validation and buy-inQuestions asked: Do you know someone like this?Methods used: People who know (of) the personas read and comment on the persona descriptions

8. Dissemination of knowledgeQuestions asked: How can we share the personas with the organization?Methods used: Fosters meetings, emails, campaigns of every sort, events.

9. Creating scenariosQuestions asked: In a given situation, with a given goal, what happens when the persona uses the technology/engages with the brand?Methods used: The narrative scenario - using personas descriptions and situations to form scenarios. Documents produced: Scenarios, use cases, requirement specifications.

10. On-going developmentQuestions asked: Does the new information alter the personas?Methods used: Usability tests, new dataDocuments produced: A person responsible for the persona input from everybody who meet the users.